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Guerrilla Publicity, 2nd Edition

Book Description

The Internet has not only changed the sheer vastness of services and products available to consumers, but it’s significantly changed the way businesses communicate with their buyers. The good news is that new technology makes it easier for businesses to get the right product to the right customer at the right time - and at a fraction of the cost. Completely updated and revised, this book uses the expertise of today’s top media gurus to show you how to get the word out about your product or business and reach even more buyers - without the cost of a traditional big budget campaign!

Table of Contents

  1. Cover Page
  2. Title Page
  3. Copyright Page
  4. Dedication
  5. Contents
  6. Introduction
  7. Chapter 1 Put Yourself on the Map
  8. Chapter 2 Introduce Yourself with a Sound Bite
  9. Chapter 3 Your Campaign Starts with You
  10. Chapter 4 Build Relationships to Build Empires
  11. Chapter 5 Zero In on Your Market— Save Time, Money, and Aggravation
  12. Chapter 6 Press Releases: Grab ’Em Fast and Don’t Let Go
  13. Chapter 7 Media Lists: Play the Numbers Game
  14. Chapter 8 Media Kits—Guerrilla Style
  15. Chapter 9 Follow Up, Follow Up, Follow Up
  16. Chapter 10 Fifteen Things the Media Loves— and Fifteen Things It Hates
  17. Chapter 11 Find Your Uniqueness and Capitalize on It
  18. Chapter 12 Promote Early, Forcefully, and Fast
  19. Chapter 13 Set a Campaign Budget and Timeline
  20. Chapter 14 Training for Today’s Media
  21. Chapter 15 Always Be Too Prepared for an Interview
  22. Chapter 16 Prepare for the Unpleasant
  23. Chapter 17 Keep Up to Date!
  24. Chapter 18 Think “Headlines”
  25. Chapter 19 Participate in Special Events
  26. Chapter 20 Get Others to Spread the Word
  27. Chapter 21 Utilize Ethnic, Race-Based, and Specialized Groups
  28. Chapter 22 Get Published
  29. Chapter 23 Design a Seminar
  30. Chapter 24 Teleseminars and Virtual Tours
  31. Chapter 25 Become a Public Speaker
  32. Chapter 26 Radio: How to Get Booked, Get On-Air, and Start Your Own Program
  33. Chapter 27 Online Publicity Strategies
  34. Chapter 28 Grow Your Business with a Web Site
  35. Chapter 29 Welcome to the Blogosphere
  36. Chapter 30 Podcasts: Send Out Your Message and Reel In Publicity
  37. Chapter 31 E-mail Blasts and Other Online Options
  38. Chapter 32 Growing Pains—How to Hire the Right PR People
  39. Chapter 33 Crises Control—Confront Disasters and Turn Them Around
  40. Chapter 34 Conclusion
  41. Appendix A Newsletters
  42. Appendix B The Guerrilla Marketing Hall of Fame
  43. Appendix C Reference Materials
    1. Press Releases
    2. Fact, Tips, and Stats Sheets
    3. Biographies
    4. Story Angles
    5. Q & A
    6. Testimonials